JUser: :_load: Unable to load user with ID: 79
Monday, 25 March 2013 08:02

Email still has the upper hand over social, experts claim

Written by

The number of active email accounts looks set to reach four billion by 2015, topix.com reports.

It's around two years now since Facebook's Mark Zuckerberg and Sheryl Sandberg proclaimed that email was "dead" and would soon be usurped by the likes of social media and instant messaging.

A couple of years down the line, however, analysts have claimed that Facebook's head honchos weren't just wrong but hugely wide of the mark. Since their comments, the number of active email accounts has grown and shows no sign of slowing just yet. Furthermore, if the trajectory continues as it has been going in recent years, the four billion figure will be surpassed some time during 2015.

For comparison, the number of email accounts that were active when Zuckerberg and Sandberg made their comments was closer to 3.1 billion.

Where marketing is concerned, analysts have claimed that contrary to the claims, email actually has the upper hand over social media.

Email marketing, unlike social, has the consumer's undivided attention, as there will often be nothing else on screen scrambling to be seen. Sites such as Facebook, however, have a number of ads and banners calling out for attention, meaning that consumers can all-too-easily see their attention wane or head in a different direction.

"Email does... have certain clear advantages over other marketing tools," marketing blogger Darren van der Schyff told bizcommunity.com. "One of the most ignored benefits is that you have the undivided attention of the recipient. An email window is a space uncluttered by other information, brands or distracting links. You own the space."